Your Google Business Profile is the single highest-leverage local asset you own, and most law firms leave it half-finished. Work through this checklist and you will already be ahead of most competitors in your city.
Foundations
- Primary category set to Personal Injury Attorney.
- Secondary categories added only where genuinely relevant.
- Business name matches your real-world signage — no keyword stuffing.
- Service areas defined for the cities you actually serve.
- Hours accurate, including holiday hours.
Content that moves the needle
- Every service listed individually with its own description.
- Real photos of your office and team — not stock imagery.
- Weekly posts covering case types, results, and local topics.
- Q&A section seeded with the questions clients actually ask.
Reviews
Reviews are the strongest prominence signal you can influence. Ask every satisfied client, make it easy with a direct review link, and respond to every review — positive or negative — within a couple of days.
What to avoid
Do not keyword-stuff your business name, do not create fake listings for cities where you have no presence, and do not buy reviews. Suspensions in the legal category are aggressive and painful to reverse.